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Can SRK Bring Brand Value to West Bengal?
Big B as Gujarat’s Image
Amitabh Kant, the Incredible India campaign promoter, has a different perception through this star endorsement. He calls it a positive move as the states are finally waking up to the potential of tourism. He adds, “Tourism has a huge multiplier effect and is a key driver for growth. Getting brand ambassadors shows a move towards a market led strategy that will drive the numbers to the state”.
The stats shows that the Gujarat tourism has developed nearly twice after Big b’s endorsement. Vipul Mitra, Principal Secretary of tourism, civil aviation, yatradham, industries and mines, government of Gujarat says that they got Amitabh Bachchan on board as a face of state tourism; Gujarat has spiraled into one of the top states for tourism. He adds, “We shall be crossing a figure of 2 crore tourists this year. Most major hotel chains are vying up to open new hotels and resorts in plaves that were promoted by the campaign like Gir, Somnath Dwarka and even Ahnedabad”.
Mittra says that Bachchan has worked as a pro bono for Gujarat and enabled it to win recent TAAI award for the best tourist state. He adds, “That’s why this year we again had a shoot with him covering length and breadth of the state for almost a fortnight”.
